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10.5M U.S. Households Own A Tablet PC: Parks

6/24/2011 11:29:23 AM Eastern
Dallas - Tablet PC penetration has reached 13 percent of broadband-owning U.S. households, according to a Parks survey.

The research firm said this level of adoption, which equals about 10.5 million homes, is having a serious negative impact on other mobile Internet devices, such as laptops, netbooks and e-readers.

The number of tablet-owning homes will grow by about the same in 2011, said Parks. It is estimating that 6 million households intend to alter their computing purchase plans for the year to buy one of the tablets now on the market instead of another mobile device. Meanwhile, another 4 million households that had no intention of buying any computer device this year now intend to buy a tablet.

This mass adoption will also present content publishers and content suppliers with excellent revenue growth opportunities, particularly in advertising.

"Digital publishers must take advantage of the tablet's unique features," said Harry Wang, mobile research director, Parks Associates. "They should invest in new digital publishing software that offers interactive features and improved reader engagement and digital advertising solutions that enable premium ad inventory."
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